Brand Development

  1. Home
  2. Brand Development

Brand Strategy

At FT, we are not about awards. We’re far more worried about you – the client. We are committed to excellence for the sake of your success. The secret to our success lies in a deep understanding of our clients and their brands. We will breathe your brand to life, draw up a battle plan for your success and compile a strategy for conquering your competitors.

What can you offer the market that nobody else can? That’s what we focus on – your unique offering to the market. Good Generals win wars with good strategies and tactics – we win you new customers and a larger share of your market in exactly the same way. We’ve developed a specialised brand process that will define the essence of your brand, its personality and the position it should take in the marketplace.

Battle strategies are developed after careful reconnaissance, after your spies have infiltrated the land behind enemy lines. In marketing, research is our reconnaissance. We acquire a detailed lowdown of your target market, including their age, gender, location and demographics, as well as their education and income levels. All of this will give us valuable insights into their likes, dislikes, hopes, fears, motivations and values. Once we have identified the target market, our focus shifts to the most effective way to reach them. We find out which newspapers and magazines they read, which TV shows they are watching, what content they are streaming and which radio shows make them tick. We also examine which web and social media platforms they choose to interact on.

By doing this research, we can enjoy full confidence that your advertising will be saying the right things to the right people at the right time. Knowing who we’re talking to also puts us in the right frame of mind to actually sit down and create your campaign. We start by brainstorming – not necessarily looking for a fun or interesting idea – but for a concept that perfectly fits the strategy. In this regard, nothing less than perfection will do. Relevance. Persuasiveness. Impact. We won’t rest until we’ve found it.

Designing The Brand

Your brand is the full package — it’s everything people relate to your products, services and your company itself. It’s the image that people call to mind when they consider who you are.

Branding is about shaping consumers’ perceptions. It’s about more than persuading the target market to choose you over your competition. The crux of branding is convincing them that you are the only provider who has the right solution to their problem. Having the right solution, the right medium and the right message drives approach home to their target market. Consumers become loyal when you appeal to their deepest core desires. With the goal of transforming once-off customers into repeat customers, loyalty is the most important arrow in your quiver.

The cornerstone of any brand is outstanding design. Every campaign element for every medium, be it digital or print, should have a unified look and feel. Your brand identity is nothing without a signature look. A streamlined set of colours, typefaces and other visual elements give a brand its personality – let us help you adopt a brand identity that is exclusively yours and which resonates with your target audience.

When it comes to finding out what your target market values, research is indispensable. We’ll discover their likes and dislikes and what they want from life. Ultimately, we’ll help you uncover what makes them tick, what their habits are and what the best way to build a relationship with them is.

Getting Out There Advertising

Media Buying

On the battlefield, you want to stick every soldier where he or she can do the most damage.

Every soldier wasted could spell disaster. Advertising works on the same principle – you can’t afford to funnel your spend into some dark corner where it’s not needed. To avoid this, you need the services of a good media buyer.

Media buying is about allocating and positioning your resources correctly. You don’t want to put all your eggs in one basket, which is why we’ve spent years developing relationships with media houses, outdoor vendors, radio stations and television networks. We leverage these relationships to get our clients the best deals possible. We bring our negotiation skills to the table and save you money wherever we can, thereby giving you more buying power than you’d have on your own.

The next step is to help you come up with the right strategy. In a nutshell, strategy is about knowing when and where to strike. There is a plethora of media at your disposal, but you don’t necessarily need all of them. A poor media-buying strategy is like wearing neon clothing on a battlefield – it’s not going to end well for you.

Having a plan is imperative. We will do our research and establish the best times and places to reach your target audience. We have to bear in mind that different demographics prefer different types of media. Is your specific target market composed of smartphone-addicted Twitterholics? Or are you targeting people who are hesitant to embrace new technology and are far more likely to be found reading a newspaper? You have to know your target market very well before you will know how to reach out to them. Leave it to us. We will create a media mix that speaks to the right people in a way that will naturally make them listen.